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Die Wirkungen von Bonusprogrammnetzwerken auf das Cross-Buying-Verhalten

Die Wirkungen von Bonusprogrammnetzwerken auf das Cross-Buying-Verhalten

Thomas Funk

96,86 €
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Editorial:
Springer Nature B.V.
Año de edición:
2005
Materia
Ventas y marketing
ISBN:
9783835001015
96,86 €
IVA incluido
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Sobre IBD

Thomas Funk belegt die positiven Auswirkungen von Bonusprogrammnetzwerken auf den Kauf zusätzlicher Produktgruppen bei teilnehmenden Unternehmen. Er empfiehlt die Berücksichtigung hedonistischer Leistungsmerkmale bei der Gestaltung der Programme und gibt Leitlinien, wie sowohl monetäre als auch hedonistische Motive der Kunden bei der Gestaltung zu berücksichtigen sind.

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